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"The 7-watt number advertised during Intel's keynote yesterday is actually from a new metric, 'scenario design power' (SDP), which purports to measure how much power the CPU is using during average use," Ars Technica said.

Intel's longstanding yardstick for measuring a chip's power envelope is TDP, or thermal design power.

So, based on the historical TDP measurement, the new i5-3339Y Processor -- one of the new extra power-efficient chips -- is 13 watts, as Intel's own site specifies.